Ad statistics
The Ad statistics tab shows how much advertising a channel runs, when ads come out, how many views an ad post gets compared with a regular one, whom the channel advertises and where the channel itself was advertised. It helps an advertiser choosing a placement, a subscriber who cares whether the channel is overloaded with ads, and an owner keeping an eye on their own ad load.
Where to find it
Open a channel page on https://max.datool.ru/ and pick the Ad statistics tab (if you don't see it, look in the More menu). A direct link is the channel address with #ads, for example https://max.datool.ru/demo/#ads (the demo channel: invented data, every block open).
Which posts count as ads
Every post is checked automatically when we save it, and again if the owner edits it. A post is an ad if it has at least one of these signs:
| Sign | What we look for | Example |
|---|---|---|
| erid marking | an erid token in the post text or in a link address — this is how Russian law requires online ads to be marked | "erid: 2VtzqwXyZ" |
| "Реклама" label | a line starting with the word «Реклама» ("Advertisement"); the hashtags #реклама, #ad, #промо; «на правах рекламы» ("advertorial"), «партнёрский материал» ("partner content") | «Реклама. ООО „Ромашка“, ИНН …» |
| External link with a call to action | a link that leads outside MAX, plus a call to action in the text: "promo code", "discount", "follow the link", "order", "buy" | "30% off with a promo code — shop.example.ru" |
We check the text and all of the post's links: visible ones, links hidden under a word, buttons and links with previews. A repost is checked the same way as an original post.
Why the ad share may be understated
The detector is deliberately cautious: it is better to miss an ad than to call a regular news item an ad. A news item linking to its source or "subscribe to our channel" is not counted as an ad. Also, 24-hour ads that are deleted after a day often never make it into our database: posts deleted in MAX are erased from our database entirely. So the real ad share is usually slightly higher than ours.
Details in How advertising statistics are calculated.
Period and general rules
The period row: 7 days, 30 days, 90 days, Year, All time, Custom dates. Guests get 7 days, signed-in users (free) get up to 30 days, the channel owner and subscribers get every period; Custom dates is available with a Premium or Business subscription. The window is at most a year. Common elements are described in How the channel page works.
- Days and hours are Moscow time.
- Views and reactions are taken only from posts older than two days: fresh posts are still gaining views.
- ER — reactions per 100 views, only for posts whose reactions have been read.
- Previous period of the same length — the same number of days right before the selected period; "All time" has none.
Blocks of the tab
| Block | What it shows | Who can see it |
|---|---|---|
| Key ad numbers | seven tiles and the ad load | everyone; the "Ad post reach", "Ad ER", "Ads per week" tiles — after signing in (free); "Advertisers" — with a Premium or Business subscription |
| How much advertising the channel runs | every Nth post and a strip of recent posts | everyone |
| Ads by day of the week | the ad share on each weekday | after signing in (free) |
| Every post is a dot | all posts by day, ads in orange | after signing in (free) |
| Place among similar channels by ad share | the channel and similar ones from lowest share to highest | for the channel owner and with a subscription |
| When ads go out | time slots and ad rhythm | after signing in (free) |
| How many views a post gets | ads vs regular posts by views | after signing in (free) |
| What format ads use | formats of ads and regular posts | after signing in (free) |
| How ads are marked | erid, «Реклама» label, link with a call to action | after signing in (free) |
| Whom the channel advertises | advertisers: websites and MAX channels | with a Premium or Business subscription |
| What is advertised | advertisers' topics | with a Premium or Business subscription |
| Where the channel was advertised | ad placements bought by the channel itself | for the channel owner and with a subscription |
| Approximately how much an ad post costs | a price estimate as a range | with a Premium or Business subscription (temporarily hidden) |
| Ad posts | the most-viewed ad posts | after signing in (free) — the first five; all (up to 30) — with a Premium or Business subscription |
| Conclusions in words | short conclusions about ads | after signing in (free) |
A locked block is shown as a blurred sample with invented data and an "Available after signing in" or "Available with a subscription" badge. More in What's free and what needs a subscription.
Key ad numbers
Seven tiles with mini charts and, under them, the ad load.
| Tile | How it is calculated | Compared with |
|---|---|---|
| Ad posts | the number of ad posts in the period | the previous period |
| Ad share | ad posts ÷ all posts × 100% | the previous period, in percentage points (pp) |
| Every Nth post | all posts ÷ ad posts, rounded | the previous period's "every Nth" |
| Ad post reach | average views of an ad post | average views of a regular post of the same channel |
| Ad ER | reactions per 100 views on ads | ER of regular posts |
| Ads per week | ad posts ÷ days in the period × 7 | the previous period |
| Advertisers | distinct websites and MAX channels that were advertised | how many of them ordered again |
How to read it. Growth in advertising is shown in red — for a subscriber it is a minus; growth in ad reach and ad ER is green. The mini charts for share, "every Nth" and "ads per week" use the last 7 days for each day — the daily share jumps around too much.
Ad load — under the tiles, using the same thresholds as the quality index:
| Ad share | Load |
|---|---|
| under 10% | low (no penalty in the quality index) |
| 10–25% | moderate |
| 25–50% | high |
| over 50% | very high |
Example. "Every 12th post, share 8.6%, low load" — ads don't get in the way of reading. If ad post reach is 19% below a regular post, some subscribers scroll past ads.
Who can see it: the block — everyone; the "Ad posts", "Ad share" and "Every Nth post" tiles — everyone; "Ad post reach", "Ad ER" and "Ads per week" — after signing in (free); "Advertisers" — with a Premium or Business subscription.
How much advertising the channel runs
The same share in words — "Every 12th post is an ad" — and a strip of the period's last 100 posts in order: an orange square is an ad post. Click a square to open the post. On the right — a short summary: ad share, ads per week, ad reach vs regular posts, advertisers (whatever is open to you).
Who can see it: everyone.
Ads by day of the week
The length of a bar is all posts on that weekday in the period; the orange part is ads. On the right — the ad share and "ads / all" (for example, "16.7% · 5/30").
Example. If the ad share on Saturday is twice that on weekdays, the channel "catches up" on ads at the weekend — subscribers see them more often then.
Who can see it: after signing in (free).
Every post is a dot
A column is a day (a week if the period is longer than two months), a bead is a post; ad posts are orange and at the bottom. Sundays are highlighted. If there are more than 24 posts in a day, one bead stands for several posts — this is noted under the chart. Below — the day with the most ads.
Who can see it: after signing in (free).
Place among similar channels by ad share
The channel and up to ten of the most similar channels (picked on the Similar channels tab) by the share of ad posts in the period — from lowest to highest; first place goes to whoever has the fewest ads. The colour of a bar is the load by the quality-index thresholds; dashed lines mark the 10% and 25% thresholds. Below — the median of similar channels.
Example. "3rd place of 9; median of similar channels — 13.5%" — the channel has fewer ads than most of its peers.
Who can see it: for the channel owner and with a Premium or Business subscription.
When ads go out
Four 6-hour time slots: night 0–6, morning 6–12, day 12–18, evening 18–24. For each — what share of all ads came out in the slot and the average views of an ad post in it. Below — the rhythm: on how many days there were ads, the most ads in a day, the longest stretch without ads and the most ad-heavy weekday.
Example for an advertiser. If daytime ads get 12.4K views and evening ones 8.6K, ask for a daytime slot.
Who can see it: after signing in (free).
How many views a post gets
Posts are grouped into view "buckets" of equal width (for example, 2,000 each). Upwards — the share of ad posts in each bucket out of all ads; downwards — the share of regular posts out of all regular posts: this way groups of different sizes are compared fairly. The last bucket is "and more", so one viral post doesn't stretch the scale. Under the chart — the median views of ads and of regular posts.
For large channels the block uses an even sample of up to 1,000 posts (up to 400 ads); the sample is the same every time, so the numbers don't jump.
Example. If the upper bars are shifted to the left of the lower ones, ads in this channel get fewer views than regular posts.
Who can see it: after signing in (free).
What format ads use
Bars show the shares of formats (photo, video, text, link, repost) among ad and regular posts. The list shows the average views of an ad post in each format; a pale bar means fewer than three posts, so the number is only a rough guide. At the bottom — which format gets ads the most views and which format ads come out in most often.
Who can see it: after signing in (free).
How ads are marked
By which sign we recognised each ad post:
- Marked — an erid token was found in the post;
- Partly marked — there is a «Реклама» label, but no erid in the post (it may be given outside the text);
- Looks like an unmarked ad — an external link with a call to action, with neither a label nor an erid.
Based on the period's last 500 ad posts.
Important
These are signs in the post text, not a check of legal compliance: we don't know the contracts and don't see data from advertising data operators (ORD).
Who can see it: after signing in (free).
Whom the channel advertises
A table of advertisers: name (a MAX channel with a link, or a website), type, topic, number of ad posts (marked "repeat" if two or more), average views and ER of this advertiser's ad posts, date of the latest ad.
How it is calculated. Websites — from the links in ad posts (visible, hidden under a word, and previews; without "www."; links to MAX don't count). MAX channels — those the channel mentioned in ads by link or repost; private channels are not shown. At first you see 5 advertisers; Load more shows the next 5.
Example. "Advertisers — 11, ordered again — 7": more than half come back, which usually happens when the ads pay off.
Who can see it: with a Premium or Business subscription.
What is advertised
The topics of advertiser channels by number of ad posts mentioning them — as a bar and a list. Websites have no topic, so they are not in the bar. Small topics are grouped into "Other".
Who can see it: with a Premium or Business subscription.
Where the channel was advertised
Ad posts in other public channels with a link to this channel or a repost of it: placement channel, date, post views, Gained — the channel's subscribers at the end of the placement day minus at the end of the previous day, and Per 1,000 views — how many subscribers joined per thousand views; the colour shows better or worse than the average across all of the period's placements. The total is at the bottom.
Note
"Gained" is approximate: other ads may have run on the same day, and some subscribers join on their own.
Example for the owner. If one placement brings 12 subscribers per 1,000 views and another brings 3, the first one is worth repeating.
Who can see it: for the channel owner and with a Premium or Business subscription.
Approximately how much an ad post costs
Important
This block is temporarily hidden on all channels. Below is how it works.
The block estimates the price of an ad post as a range: the middle in large type, the lower and upper ends next to it, and below — how it was calculated and a warning.
How it is calculated. We take the median views of the channel's ad posts in the period (posts older than two days; if there are fewer than three ad posts — the median of all posts) and multiply it by CPM — what is usually paid for 1,000 ad views: price = views × CPM / 1,000. The calculation is done three times — with a low, a middle and a high CPM; prices are rounded to the nearest 100 ₽.
This is datool.ru's estimate, not the owner's price
MAX channel owners don't publish prices. The estimate does not take into account the topic, format, placement period, discounts or arrangements; the real price may differ several times in either direction. Only the channel owner can tell you the real price. The estimate is there to sketch a budget and compare channels with each other.
Who can see it: with a Premium or Business subscription.
Ad posts
A table of the period's most-viewed ad posts (older than two days): the start of the text and the ad sign (erid, «Реклама» label, link with a call to action), date, format, views, ER, reactions and vs median — how many times the post's views exceed the median of the channel's ads (×2 is twice the channel's usual ad).
How to use it. Click a column header to sort the table by it. At first you see 5 posts; Load more under the table shows the next 5.
Who can see it: after signing in (free) — the first five posts; all posts (up to the 30 most viewed) — with a Premium or Business subscription.
Conclusions in words
Short sentences about the channel's ads, each with a small chart from this tab: "The ad share fell by 1.0 pp", "An ad post gets 19% fewer views than a regular one", "More than half of advertisers order again", "Fewer ads than similar channels". These are rules, not AI; a conclusion without data (no previous period, no similar channels, no advertisers) is not shown.
Who can see it: after signing in (free).
If a number looks wrong
- A missed ad, or a news item marked as an ad, is a reason to fix the rule: send us a link to the post via support.
- The tab's numbers are refreshed at least every 10 minutes; the ad share of similar channels — once an hour.
- Views of recent posts are still growing, so numbers for the last few days change slightly over time.